Lifestyle has launched its newly-designed store at the Dubai Mall, perfectly integrating in-store technology and the personal element synonymous with brick-and-mortar retail. The 4,965 sq.ft. “store of the future” opened its doors today, bringing the first-of-its-kind omnichannel experience to the beauty and lifestyle brand’s loyal patrons in the UAE.
The new beauty-focused layout with digital interfaces was designed by Dalziel & Pow to offer an interactive journey that captures the imagination of style-conscious consumers and millennials with a penchant for online retail and a love of their smartphone. It will also include different sections centred around beauty accessories, bags, bath & body and home fragrances, where customers will have the opportunity to buy diverse products from new brands on Lifestyle’s ecommerce website.
Modern design and well-demarcated experience zones with makeover labs, known as ‘Beauty Labs,’ will ensure that transformations and other beauty activations take centre-stage at the revamped outlet; this, in order to cater to a younger generation of Middle Eastern shoppers for whom social media trends are of central importance.
Vikas Attri, CEO of Lifestyle said: “Lifestyle has always been future-oriented and in touch with the ever-evolving digital needs of young male and female customers. With the launch of this new design, our goal was to create an omnichannel experience which will meet the shopping preferences of generations to come. I’m pleased to share that this format will be replicated in most Lifestyle stores in the region within the next five years.”
Shopping touchscreens are at the heart of the upgraded experience that is both convenient and inclusive, whilst simultaneously employing the latest technology. A key element of the enhanced interiors is the incorporation of projections, LED screens, touch screens and tablets which allow for a seamless yet exciting customer journey.
According to a report on retail disruption published by PWC last year, online monthly customers in the Middle East rose from 23% to 29% in 2016. The main motivation for this was lower pricing, followed by a greater product selection. Customer behaviour also varied based on age—approximately 36% of those between 18 – 24 shopped online regularly, compared to only 13% in the age bracket 55 and above.
Lifestyle plans to further revolutionise the experience at physical stores for this technology-savvy cohort via its ‘Click & Collect’ function which combines the convenience and intuitiveness of online shopping with a tangible in-store experience. Customers can now shop a range of products in-store by choosing from a wide variety of products, online, and collecting their purchases at a Lifestyle store of their choice, gratis.
The leading beauty brand’s research division has identified that 40% of its shoppers conduct their research online and then make a purchase in-store. It has also found that online shopping allows customers to research product reviews and find items easily; however, it can never give buyers the physical experience of touching and exploring merchandise before purchasing it. Additionally, it cannot provide the personal connection between vendor and customer that has defined retail since its very inception.
As part of its new approach to retailing, Lifestyle has also tied up with Klara Cosmetics to launch its exclusive beauty products through its retail stores across the Middle East. In addition to the Australian brand, Elle Décor, Esteban Paris, theBalm Cosmetics, and Bronx Colors are available at the store.